The nation-wide promotion sees Carlton and United Breweries donate $1 million a year to RSL and Legacy, charities that support returned service people and the families of soldiers lost at war.

Despite raising over 5 million dollars since the promotion started in 2009, VB has been criticised for aligning the consumption of alcohol with the Anzac Legend.

With more and more sporting associations banning alcohol sponsorship and advertising and events, Australia's drinking culture has become a talking point in recent times.

Graham Edwards is the Presidents of the Western Australian RSL and says that while the organisation strives to reflect the commemorative spirit of all Australians, they can't afford to turn down funding.

"I guess when the RSL gets together to review this we will have to take into account community moods because we cannot afford to be out of step with the broader community but, by the same token, we just can't afford to sever, without some options, funding that's going to such things as legacy and to other welfare areas of the RSL."

The campaign taps into the tradition of returned soldiers and veterans' raising a glass' to mates lost in battle.

"We want people to drink responsibly but raising a glass has a bit of tradition to it and it's that tradition that we've followed," Mr Edwards explains.

And although the notion in this instance is sponsored by a brewery, raising a glass does not necessarily imply raising a pint of beer.

The campaign's slogan reads 'wherever you are, whatever you're drinking, raise a glass to those who serve.'

"If that means that your toasting with a glass of water or a cup of tea, no problem."

Richard Oppy is the General Manager for Carlton United Breweries and says that campaign does not infer a social benefit from drinking alcohol.

"It's about social connectivity. I'd say it's about people coming together and taking the time to stop and remember the people who have served for our country."

He says it's important that people understand that Carlton and United Breweries make their annual 1 million dollar donation with no string attached, regardless of the amount of sales.

In other words, it's not a case of the more people drink, the more money they make, "we don't plan to sell anymore beer than usual over this time."

You can hear the more of the conversation as the ABC's David bone speaks with VB's Richard Oppy and President of the WA RSL Graham Edwards.